Ultimate Guide to Japanese SEO

Search Engine Optimization or SEO is a popular form of web marketing used to enhance a website’s content quality, technical setup, and link authority so it can appear higher on a search engine result page. According to data from Statista, Japan has reached almost 86.6 million phone users in 2022 and the number is forecasted to continue rising in the following years. In this article, we will elaborate on the unique characteristics of Japanese SEO, how to optimize SEO strategies for Japan’s market, and where you can find SEO professionals who can boost your website traffic.  

Key Takeaway

What is the difference between Japanese SEO and Global SEO?

Japan’s consumer preferences and habits are remarkably different from those of other countries. To implement a successful Japanese marketing strategy, SEO cannot function as a one-size-fits-all tool due to language differences, cultural implications, and consumer search behavior. To succeed, businesses need to understand the characteristics of the Japanese market, including the Japanese characters and the local search engines. As Jeff Crawford advises in our Scaling Japan podcast, foreign companies need to localize their content carefully, ensuring that keywords and cultural relevance are aligned with the Japanese audience’s expectations. 

How do cultural and linguistic differences impact Japanese SEO?

Translating keywords from one language to another will not be successful in the Japanese market. In Japanese, it’s crucial to consider the three different writing systems: Katakana, Hiragana, and Kanji. Each system impacts search results differently, and choosing the right one is important. For example, the word “cat” in Japanese can be written as “ネコ”(Katakana), “ねこ” (Hiragana), or “猫” (Kanji), each affecting search engine optimization in different ways.

Additionally, the tone of the Japanese language varies significantly from casual to formal and business styles, so adjusting the tone of articles is necessary. This requires not only fluency in the language but also a deep understanding of Japanese culture. Japanese SEO writers should be able to identify local website design preferences, search habits, and user behavior, such as their preference for images and article length. Simply translating keywords without these considerations will not be effective in the Japanese market.

3 Differences between Japanese SEO and Global SEO

1. Search Engine Preferences: Unlike other countries, search engines in Japan are more diverse. Google and Yahoo! Japan are two most popular mobile search engines in Japan. Both search engines are essentially identical, however, each platform caters to different user preferences and target users. Optimizing both search engines is important to succeed in the Japanese market. 
2. Keyword Research Strategies: The complexity of the Japanese language sets a big difference between Japanese SEO and global SEO. When conducting keyword research, it is important to search in the correct Japanese term and not just in English or a Japanese translation of the English keyword. Use tools like Google Search Console or ask for professional consultations with local SEO specialists. 
3. Website design and configurations: Aside from contents, website design and configurations also set Japanese SEO apart from global SEO. Their value for minimalism and detailed information makes Japanese users unique, especially from Western buyers. Adjusting your website to look more minimalist, text-dominated, and more could drive traffic to the company’s website.

Effective methods for optimizing SEO in the Japanese market

Optimizing SEO to grow your business in Japan requires a thorough localization process. This emphasizes that tailoring SEO strategies to fit the Japanese market involves understanding a wide range of cultural norms and preferences. Best practices include optimizing for Yahoo! JAPAN in addition to Google, adapting your keyword research to align with the local language (including Kanji, Hiragana, and Katakana), understanding the best-suited website configuration, and getting familiar with the local browsing and reading habits of Japanese consumers. The following sections will explore the techniques of optimizing these strategies for a more impactful result.

What are the main search engines used in Japan? 

As previously mentioned, the presence of Yahoo! Japan is a unique characteristic of the Japanese market. Although Google still holds the biggest share of Japanese internet users, Yahoo! Japan is particularly popular among mobile users in Japan. A common mistake foreign businesses make is overlooking the presence of Yahoo! Japan. Of course, posting Japanese SEO on Google alone can increase website traffic. However, it is important to note that each platform provides a different user experience and that SEO strategies should be adapted to your business’s target audience. For example, the Egg reveals that when you search for a recommended product, advertised products will appear on top in Google while in Yahoo! Japan, the page redirects to Yahoo! Japan’s e-commerce company, Yahoo Shopping’s recommendation products. Another key difference between Google and Yahoo! Japan is their user age demographic. Depending on your product or service, you may opt for Yahoo! Japan which holds more local and older users, or Google which contains more international and younger users.  

3 Most effective keyword research strategies for Japanese SEO

1. Brainstorm in Japanese: As previously mentioned, in doing keyword research, always browse in proper Japanese and not Japanese-translated English keywords. It is important to research relevant slang, colloquial terms and generation-specific vocabulary when deciding on SEO keywords. These terms have big potential to rank high on search engines since the keywords are searched frequently and are not as competitive as the proper term. 
2. Focusing on long-tail keywords: Despite the low search volume, long-tail keywords tend to rank higher on search engines and convert into better success rates. Having longer and more specific keywords allows you to reach users who are close to making a purchase. It also accommodates the Japanese writing system which is more complex and requires a combination of Kanji, Hiragana, and Katakana. 
3. Research Japan’s popular online forums and social media platforms: Like the relevance of Reddit in the US, Japanese users have their preferred platforms to discuss Q&A and search for products. Researching active forums and platforms can provide insights into finding potential keywords. For example, Twitter allows you to search for keyword searches using hashtags, Hatena Bookmark is Japan’s largest blog network, and QnA sites like Yahoo! Chiebukuro are excellent places to locate keywords.

Best practices for website configuration in Japanese SEO

If you’ve followed the previous steps but still aren’t seeing results, consider these four technical adjustments to better target the Japanese market:

1. Optimize Meta Title, Description, and Content-Length: In Japanese SEO, titles should be between 30-40 characters, and descriptions should be 80-140 characters (mobile/PC). For content length, Edamame Japan highlights, that top-ranked pages typically have 4,000-5,000 characters, unlike English SEO which performs well under 2,000 words. Also, Japanese doesn’t use spaces between words, so be mindful of formatting.
2. Strategic URL and Domain Setup: Avoid using Japanese characters in URLs, as they convert into complicated Roman characters, making them less memorable. Use a .jp or .jp.co domain to target the Japanese audience more effectively.
3. Build High-Quality Backlinks: Backlinks from trusted Japanese sites increase your website’s relevance and traffic. Focus on organic link-building strategies like guest blogging, collaborations, and repairing broken links.
4. Website Design and Mobile Optimization: Japanese websites tend to feature compact layouts with smaller, lower-resolution graphics. Optimize your site for mobile users, as a large portion of Japanese internet traffic comes from mobile devices. A familiar, fast-loading design builds trust and improves user experience.

3 Platforms where you can find Japanese SEO Writers 

After exploring the step-by-step process to optimize your SEO strategies in Japan, you may consider working with specialists who understand the nuances of the local market. Hiring Japanese SEO writers has its advantages and disadvantages. Regardless, working with professionals can significantly boost your content’s relevance and visibility. Here are three platforms where you can find talented Japanese SEO writers:

1. Lancers (In Japanese only): One of the largest freelancing platforms in Japan, offering access to experienced SEO writers who specialize in content tailored to the Japanese audience. 
2. Info Cubic Japan (In Japanese only): Info Cubic provides a range of digital marketing services, including SEO and SEM, with a focus on helping companies grow their presence in Japan. They offer comprehensive SEO packages that include keyword research, on-page optimization, and link-building​
3. Scaling Your Company: We offer a comprehensive SEO service, including keyword research, content creation, technical SEO (ensuring sites are fast, secure, and mobile-friendly), and local SEO for optimizing local searches. Proven track record includes ranking for multiple industry-specific keywords and increasing client visibility, driving more leads and customer inquiries. If you are interested in working with our bilingual team, contact us.

For more on the pros and cons of hiring SEO agencies, check out this article on SEO marketing agencies in Japan.